It is within this pressured group of dissonant smokers that the NRT consumer can be found.
NRT consumers have varying approaches to smoking cessation and there are different ways of segmenting this group but the following conclusions can be drawn :

• In broad terms NRT consumers want to stop or reduce the amount they smoke due to health concerns.
• NRT consumers do not see their habit as an illness but still want some form of scientific, medical reassurance that NRT products will help them achieve their objectives.
• Some may wish to stop completely, while others wish to cut down and only smoke the cigarettes they truly enjoy.
• Some may only want to use NRT products in situations where they are unable to smoke.
• For some consumers it's important that it is socially acceptable to use NRT products.
• Some smoke ten cigarettes a day while others smoke 40.
• While the basic need for craving control is shared, there are different preferences for product formats, flavours and strengths. With such a heterogenic consumer group it's important to offer a range of options.